haku: @author Candel, M. / yhteensä: 1
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| Tekijä: | Candel, M. Maris, E. |
| Otsikko: | Perceptual analysis of two-way two-mode frequency data: probability matrix decomposition and two alternatives |
| Lehti: | International Journal of Research in Marketing
1997 : OCT, VOL. 14:4, p. 321-340 |
| Asiasana: | RESEARCH DATA ANALYSIS MARKETING |
| Kieli: | eng |
| Tiivistelmä: | A perceptual mapping technique for the analysis of two-way two-mode frequency data is presented: probability matrix decomposition. The technique is compared, both theoretically and empirically, to two alternative techniques: latent class analysis by the binominal model and correspondence analysis. From a theoretical perspective the most salient difference is that probability matrix decomposition allows for testing several decision rules, each of which constitutes a different model of the psychological process assumed to give rise to the data. |
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